Marketers are growing increasingly concerned about their companies’ willingness to engage in sustainability communications and fear the rise of a new concept of “green-squashing”, where brands reduce their commitments to sustainability while the conversation is quieter.
That is according to a new survey from the Chartered Institute of Marketing (CIM) ahead of next week’s COP29 which reveals that almost half (44%) of marketers think the event is no longer an important date for their calendar, suggesting that it has become more political than actionable in recent years.
Even so, two thirds (64%) of respondents think that their own company doesn’t do enough to communicate its environmental, social and governance (ESG) record effectively, at a time when the conversation has become more contentious, with two-thirds (66%) of marketers conscious of the risks of their business being accused of either green-washing, green-hushing, or both.
A potential solution to this crisis of confidence that most (87%) marketers support, is a global professional marketing framework, which provides clear guidance on best practice in ESG communications. This comes at a time where a similar proportion (80%) say that they are facing more pressure internally and externally to prove their claims on sustainability.
In the absence of clear guidelines, more than half (56%) of marketing professionals fear the rise of green-squashing.
CIM chief executive Chris Daly commented: “The data shows that we’re at risk of moving into a third phase of sustainability communications. We had green-washing, followed by green-hushing, and we’re calling the next phase green-squashing. Our members believe that brands are more likely to take advantage of the green-hushing environment to quietly row back on their sustainability commitments.
“Marketing has a critical role to play in driving the sustainability agenda forward with marketers feeling increasing pressure to communicate and evidence their brand’s sustainability credentials.
“It’s vital that the conversation around environmental claims is professional. CIM’s Global Professional Marketing Framework, developed in collaboration with business leaders, recruitment agencies and marketing professionals across the globe, defines what it takes to be a competent, proficient, and relevant marketer.
“It acts as a guide for responsible professional marketing, helping marketers keep their skills sharp and their knowledge of best practice up to date.”
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